Linda TUNCAY ZAYER AND Catherine COLEMAN - On campus room S218
“If You Can See Her, You Can Be Her': Applying a Transformative Advertising Research Lens to the SeeHer Initiative”
We propose a new sub-field that we call Transformative Advertising Research (TAR). TAR examines problems and opportunities across the advertising system with the goal of transforming it towards better outcomes, namely cultivating individual, institutional, and societal well-being. We present a conceptual framework on Transformative Advertising Research, informed by institutional theory, that highlights the transformational insights revealed in the intersections and interactions between institutional actors at the micro-level, advertising institutions at the meso-level, socio-cultural forces at the macro-level, and the resulting well-being outcomes. To illustrate our framework, we focus on a long-standing topical issue within advertising - gender inequality. Drawing on initial collaborative work with the SeeHer initiative in conjunction with the Association of National Advertisers, we present implications for theory, well-being, and practice.